Appointment to view: The making of Cadbury's 'charity shop'

By Sarah Rowland,, Tuesday, 21 June 2011 09:10AM

Cadbury's latest ad brings a charity shop to life as donated clothing spring into an 80s inspired dance. But how did the brand manage to create the effect?

"Charity shop" is part of Cadbury’s ongoing ‘Glass and a Half Full Productions’ campaign. It follows the industry acclaimed "gorilla" and "eyebrows" ads, which the brand hoped put a smile on consumers' faces.

For the latest instalment Fallon joined up with French directing collective Megaforce. The group is best known for its surreal music videos and the Orange ‘Magic Numbers’ TV ads.

Last year the group won second prize in the European Broadcast category of the Young Director Awards.

The ads were shot at a studio in Prague where a charity shot set was designed to a scale of 2:1. This made the costumes big enough to contain dancers, which is how the effect was created.

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